The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Hershey is pushing deeper into flavour-led experimentation and experiential launches with the rollout of spicy-sweet Jolly Rancher gummies, as confectionery makers look to reignite growth through novelty, premium cues and cross-category inspiration.

The US snacks group said Jolly Rancher Heat Wave Gummies will hit shelves nationwide in late February, marking one of the first national gummy launches in the US to combine fruit flavours with chilli heat – a flavour profile often referred to as 'swicy'.

The move reflects a broader push across food and beverage to tap into consumer demand for bolder, multisensory experiences, as traditional sweet categories face pressure from private label competition, health concerns and slowing volume growth.

Hershey is pairing the product launch with a limited-edition collector’s box developed in partnership with VeeFriends, an entertainment and collectibles brand founded by entrepreneur Gary Vaynerchuk.

The box, which will debut via a live commerce event on resale platform Whatnot, gives early access to the new gummies alongside branded collectibles and digital-first content.

For the confectionery industry, the launch highlights two strategic shifts: the growing use of licensed IP and fan communities to create scarcity and buzz, and the use of live commerce as a go-to-market tool, rather than relying solely on traditional retail activation.

The Heat Wave range features mango, pineapple, watermelon, lime and citrus punch flavours coated with chilli seasoning, a format that mirrors successful spicy fruit snacks seen in Latin America and Asia.

Hershey has increasingly leaned on brand extensions and flavour innovation across its confectionery portfolio, while also expanding into salty snacks through acquisitions such as SkinnyPop and Dot’s Pretzels.

The company reported annual revenues of more than $11 billion and operates in around 70 countries.

The launch underscores continued demand for heat-modulating flavour systems, chilli-based coatings and limited-edition packaging formats designed for social and digital-first launches.

The Jolly Rancher Heat Wave Gummies will be sold in 6oz peg bags, with pricing set by retailers.